How to Leverage AI for Innovation & Growth in Your Consumer-Facing Organization: 3 Real-world Use Cases
Large language models (LLMs) and the advent of ChatGPT are pushing the boundaries of what AI can achieve in content generation, customer interaction and operational efficiency.
Underscoring the enormity of this era, CB Insights reports an extraordinary 407% increase in generative AI (GenAI) investments between 2022 and 2023, from $4.3 billion to $21.8 billion, with projections suggesting $200 billion by 2025.
With investments growing, the biggest opportunity is for those who see AI as a transformative force that can drive innovation, redefine customer engagement and ensure long-term growth. It requires a strategic and responsible approach. Whether your organization is beginning its AI journey or advancing existing capabilities, anchoring your efforts in a well-defined strategy is essential.
Enhancing Business Growth through the Shopper’s Journey with GenAI
Fortune 100 companies in the CPG and retail sectors that align AI initiatives with business goals are better positioned for innovation and growth, which also applies to travel and hospitality companies. By investing in the right infrastructure, fostering human-AI collaboration and maintaining ethical practices, you can fully unlock the transformative power of AI. The ability to craft hyper-personalized experiences for customers while optimizing inventory and decision-making should be a top-line priority when defining business strategies.
Identifying use cases is a vital first step in crafting an effective AI strategy. By understanding where this technology can deliver the most value, you lay the groundwork for impactful outcomes. We’ve worked closely with our clients to implement several real-world use cases, and we’d like to share examples that illustrate how AI can create personalized and uniquely tailored shopping experiences for consumers:
Use Case 1: Personalized Images Creation
Situation: Client A wanted to leverage AI to diversify product imagery, creating personalized fashion images that reflect customer preferences.
Solution: Using computer vision, we built an AI solution that generates 10,000 diverse, photorealistic images weekly from 20 foundational model faces. These images empower Client A to offer tailored fashion experiences. Additionally, virtual try-ons allow customers to upload photos or use avatars to preview outfits, further personalizing their shopping experience.
Use Case 2: Content Creation
Situation: Client B sought to develop AI-powered copywriting software to streamline content creation, producing high-quality, engaging copy that aligns with the brand's voice and guidelines.
Solution: We implemented an AI marketing studio that automates content generation and distribution with a single prompt. Integrated with the company’s PIM, DAM, CMS systems and EPAM’s DIAL platform, this solution empowers marketing teams to become "bionic teams," blending AI and human capabilities. This approach boosts efficiency, sparks innovation, strengthens customer relationships and adds value through empathetic marketing.
Use Case 3: ‘Talk to your Data’
Situation: Client C is exploring GenAI for “talk to your data” scenarios, requiring a development tool to integrate GenAI into their platform and validate its benefits through proofs of concept (PoCs). They aim to assess operational impact and refine their enterprise architecture.
Solution: We deployed an AI task force to validate use cases leveraging EPAM's AI Dial platform, a secure, scalable AI workbench combining LLMs with deterministic code. Integrated with AWS Bedrock, GCP Vertex AI, Azure OpenAI and tuned models, the platform accelerates PoC development while enabling seamless integration with existing workflows. It stores user prompts to build intelligence and identify key enterprise use cases, fostering asset creation through a unified interface.
Driving Innovation Forward with GenAI
Embracing the power of AI and leveraging it across various industries opens a world of possibilities for innovation and transformation. The use cases mentioned above highlight how AI can enhance processes, improve productivity and provide valuable insights for retail, consumer, travel and hospitality companies to evolve the consumer experience. One of the most critical foundational steps to driving real value with AI is use case identification that supports your broader business goals and strategy.
However, it is important to recognize that while creating an AI strategy, numerous capability gaps in technology, processes and technical skills will be revealed. To address these gaps, you should invest in important areas like data management, MLOps engineering, scalable infrastructure, change management, risk management and, most importantly, human talent, which plays a significant role in successfully executing any strategy.
With the right approach and a strong foundation, organizations can unlock the full potential of AI and drive meaningful change in their industries.
